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市場調査レポート

中国のボディケア市場

Bodycare - China - June 2015

発行 Mintel China 商品コード 335234
出版日 ページ情報 英文
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=114.71円で換算しております。
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中国のボディケア市場 Bodycare - China - June 2015
出版日: 2015年06月30日 ページ情報: 英文
概要

中国消費者はボディケア製品を購入する際にブランドよりも価格を重視しており、フェイスケアに比べより合理的で安価に済まそうとしていることがうかがえます。メーカーは多機能製品を提供し、利便性だけではなくコストパフォーマンスの高い商品を提供していくことが必要です。

当レポートでは、中国のボディケア市場について調査分析を行い、市場概要、市場動向、消費者動向などについて考察しています。

第1章 イントロダクション

第2章 エグゼクティブサマリー

第3章 課題と考察

  • 中国でボディケアをさらに発展させるには?
  • 海外ブランドの脅威と機会
  • 若い女性消費者の関心を引く

第4章 動向

第5章 市場規模と予測

  • 要点
  • ボディケア市場の成長は2014年は減速
  • ボディケア市場はブランドより価格
  • 予測:市場は低速で成長
  • 予測方法
  • 市場促進因子
  • 25歳以上ではボディケアへの関心が高まっている
  • オンラインショッピングが市場の盛り上がりに貢献
  • 見た目を気にする人が増えている
  • 成長の課題
  • 市場は消費者を洗練させるための投資を引き続き行う必要がある
  • 美容食品飲料との競合
  • 海外での購入行動が国内ブランドの業績の脅威に
  • 商品購入の代わりに美容サービスを利用

第6章 市場セグメンテーション

第7章 市場シェア

第8章 革新企業

第9章 企業とブランド

第10章 消費者:理想的な肌の状態

第11章 消費者:使用しているボディケア商品の種類

第12章 消費者:使用しない理由

第13章 消費者:オンライン購入チャネル

第14章 消費者:重要な検討因子

第15章 消費者:ボディケアに対する考え方

第16章 消費者:都市生活者へとの面談

目次

“The reason for not using bodycare products is not only related with consumer perceptions but also about the bodycare product itself. In order to encourage females to purchase their initial bodycare products and get in the habit of using them, companies and brands need to do more in terms of product innovation as well as marketing activities. International brands, on the other hand, also need to go further to better satisfy female consumers so as to stand out and earn more profit.” - Yujing Li, Senior Research Analyst.

This report discusses the following key topics:

  • How can bodycare further develop in China?
  • Threats and opportunities for international brands
  • Increasing the low engagement of young female consumers

When purchasing bodycare products, consumers are still mainly driven by price rather than brand, suggesting they are practical but less sophisticated than facial skincare. Despite having high expectations of ideal body skin condition, there are still a lot of hesitations before purchase.

This requires brands to help people build confidence to use. In addition, providing multifunctional products is a better strategy for the current market as this not only brings the convenience people want, but can also make the product better value for money.

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 1: Retail sales of bodycare, by value, China, 2010-20
  • Companies and brands
    • Figure 2: Top 10 companies' market share in bodycare, by retail sales value, China, 2013 and 2014
  • The consumer
  • Female consumers of different ages have different requirements for their body skins
    • Figure 3: Ideal skin conditions, March 2015
  • Hand cream has the greatest penetration
    • Figure 4: Usage of bodycare products over the past 12 months, March 2015
  • Reasons for not using bodycare products vary across segments
    • Figure 5: Reasons for non-usage, March 2015
  • Tmall is the most used online purchasing channel for bodycare products
    • Figure 6: Online purchasing channel, March 2015
  • A market more driven by price than brand image
    • Figure 7: Importance of consideration factors, March 2015
  • Females are changing but still not sophisticated enough
    • Figure 8: Attitudes towards the importance of bodycare, March 2015
  • Key issues
  • How can bodycare further develop in China?
  • Threats and opportunities for international brands
  • Increasing the low engagement of young female consumers
  • What we think

3. Issues and Insights

  • How can bodycare further develop in China?
  • The facts
  • The implications
    • Figure 9: Examples of products with multiple benefits, Spain and Australia, 2015
  • Threats and opportunities for international brands
  • The facts
  • The implications
  • Increasing the low engagement of young female consumers
  • The facts
  • The implications
    • Figure 10: Hand creams from Etude House, Korea, 2013

4. Trend Application

  • Guiding Choice
    • Figure 11: In-store shopping guide of MUJI, Shanghai, China, 2015
  • Prove It
    • Figure 12: In-store display about product ingredient, China, 2015
  • FSTR HYPR
    • Figure 13: Body serum with three roller balls, Germany, 2015

5. Market Size and Forecast

  • Key points
  • Bodycare market growth slowed down in 2014
    • Figure 14: China retail value sales of bodycare, 2010-14
    • Figure 15: Total retail sales of cosmetics in China*, 2010-14
  • Bodycare market is still mainly driven by price rather than brand
  • The forecast - China bodycare market is expected to grow but at a slower pace
    • Figure 16: Retail sales of bodycare, by value, China, 2010-20
  • Forecast methodology
  • Market drivers
  • Increasing awareness of taking care of body skin among over-25s
  • Online shopping also contributes to the market boom
  • People are becoming more image-conscious
  • Growth challenges
  • The market still needs continuous investments to grow consumer sophistication
  • Competition from beauty-related food and beverages
  • Overseas purchasing behaviour threatens domestic brand performance
  • Using beauty services instead of buying products

6. Market Segmentation

  • Key points
  • Hand and nail care products led the growth in 2014
    • Figure 17: China retail value sales of bodycare, by segment, 2013 and 2014

7. Market Share

  • Key points
  • Johnson & Johnson still leads the market but is losing ground
    • Figure 18: Top 10 companies' market share in bodycare, by retail sales value, China, 2013 and 2014

8. Who's Innovating?

  • Key points
  • Decline in new launches in 2014
    • Figure 19: New product launches in the China bodycare market, by launch type, 2011-15
    • Figure 20: New product launches in the China bodycare market, by product segment, 2011-15
  • Moisturising/hydrating still tops claim list
    • Figure 21: Top product claims in China bodycare new product launch, 2011-15
  • Innovation trends from overseas
  • Get inspirations from the food and drink market
    • Figure 22: New bodycare product launches with goji berry, US and Italy, 2015
  • Refreshing products for summer
    • Figure 23: New products which are suitable for summer, South Korea and France, 2014-15
  • New textures are emerging in South Korea
    • Figure 24: New products with mousse texture, South Korea and Poland, 2014-15
    • Figure 25: New products with whipped-cream texture, South Korea, 2014

9. Companies and Brands

  • Johnson & Johnson Services, Inc.
  • Beiersdorf AG
  • Shanghai Pechoin Daily Chemical Co., Ltd.
  • Jahwa Group
    • Figure 26: Jahwa's brand portfolio
  • Jiangsu Longliqi Bioscience Co., Ltd.
  • Tianjin Yumeijing Group Co., Ltd.
  • Clarins
  • Dr. Scholl's

10. The Consumer - Ideal Skin Conditions

  • Key points
  • Female consumers have various requirements on their body skins
    • Figure 27: Ideal skin conditions, March 2015
    • Figure 28: Share of bodycare product launches with different functions in total bodycare product launches in China, 2011-14
  • Women of different ages focus on different things
    • Figure 29: Ideal skin conditions, by age, March 2015
    • Figure 30: Repertoire of ideal skin conditions, by age, March 2015
  • Women from tier one cities are still the early adopters
    • Figure 31: Ideal skin conditions, by city tier, March 2015

11. The Consumer - Type of Bodycare Products Used

  • Key points
  • Hand cream has the greatest penetration
    • Figure 32: Usage of bodycare products over the past 12 months, March 2015
  • Trends in tier one cities
    • Figure 33: Usage of selected bodycare products over the past 12 months among consumers in tier one cities, 2013 and 2015
  • High earners look for more specialist products
    • Figure 34: Usage of bodycare products over the past 12 months, by monthly personal income, March 2015
  • Body whitening products to target women in their early twenties
    • Figure 35: Expectation of skin condition and actual product usage related to whitening, by age, March 2015
    • Figure 36: Examples of whitening bodycare products with multiple benefits, Thailand and Korea, 2015

12. The Consumer - Reasons for Non-usage

  • Key points
  • Reasons for not using bodycare products vary across segments
    • Figure 37: Reasons for non-usage, March 2015
  • Increase the awareness of bodycare products
  • Build confidence and highlight the changes for female consumers
  • Give consumers more purchasing guides
  • Make bodycare products more convenient to use
  • Provide good value for money
  • Beauty services could be a threat for bodycare products

13. The Consumer - Online Purchase Channel

  • Key points
  • The percentage of online shoppers has dramatically increased
    • Figure 38: Purchase channels in the past 12 months, July 2013 and March 2015
    • Figure 39: Online purchase behaviour, by age, July 2013 and March 2015
  • Tmall is the most used online purchasing channel
    • Figure 40: Online purchasing channel, March 2015
    • Figure 41: Cross-channel analysis for online retailers, March 2015
  • Overseas online shopping websites and beauty retailers attract proportionally more high-income women
    • Figure 42: Usage of online retailers for purchasing bodycare products, by monthly personal income, March 2015
  • Age and marital status also have an impact on online purchasing channels
    • Figure 43: Online purchasing channel, by age and marital status, March 2015

14. The Consumer - Important Consideration Factors

  • Key points
  • A market more driven by price than brand image
    • Figure 44: Importance of consideration factors, March 2015
  • Expectation goes up amongst over-25s
    • Figure 45: Importance of selected consideration factors, by age, March 2015

15. The Consumer - Attitudes towards Bodycare

  • Key points
  • Just over half of women think body skin is as important as facial skin
    • Figure 46: Attitudes towards the importance of bodycare, March 2015
    • Figure 47: Attitudes towards the importance of bodycare, by usage behaviour, March 2015
  • Female consumers don't have a strong preference for single- or multifunctional products
    • Figure 48: Attitudes towards single versus multi-product usage, March 2015
    • Figure 49: Attitudes towards single versus multi-product usage, by monthly personal income, March 2015
  • Interestingly, higher earners think better of Chinese brands
    • Figure 50: Attitudes towards Chinese versus international brands, by age and income, March 2015
  • Possible approaches to increase bodycare sales value
    • Figure 51: Bodycare purchase behaviour, March 2015
    • Figure 52: Importance of consideration factors, % of any important, by females who have purchased bodycare products in the last 12 months and those who agree “I usually stock up on bodycare products”, March 2015
  • Brands have chances to encourage more bodycare purchases
    • Figure 53: Bodycare online purchase behaviour, March 2015
    • Figure 54: Attitudes towards trying before purchasing, by type of products they used, March 2015
    • Figure 55: Concern over fake products when buying online, by online retailer shopped at, March 2015

16. Meet the Mintropolitans

  • Key points
  • Why Mintropolitans?
  • Who are they?
    • Figure 56: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
    • Figure 57: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
  • MinT want firming, illuminating and smooth body skin
    • Figure 58: Ideal skin conditions, by MinT and non-MinT, March 2015
  • MinT are especially advanced in using more specialised products
    • Figure 59: Type of bodycare product used, by MinT and non-MinT, March 2015
  • MinT are more likely to use professional beauty services
    • Figure 60: Women who don't use certain bodycare products because they use professional beauty services instead, by MinT and non-MinT, March 2015
  • MinT are found to shop online more from beauty retailers' websites rather than Taobao
    • Figure 61: Online purchasing channel, by MinT and non-MinT, March 2015
  • More brand-driven, but naturalness, format and certification are still top considerations
    • Figure 62: Importance of consideration factors, means, by MinT and non-MinT, March 2015
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